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Learn how Campus Crusade for Christ has collaborated to launch several of its most effective multi-channel fundraising campaigns ever, with particular success in the online space. Hear important lessons learned from one of the largest nonprofits in the world and receive practical tips for cultivating donors, both online and off.
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Case Studies in Integrated Multi-channel Fundraising
Megan HawkesExecutive Director, Constituent EngagementCampus Crusade for Christ International@missionminder
Dave RaleyDirector of New MediaMasterworks @daveraley Hashtag for
this session: #10ntc.multi
Key lessons learned for integrated multi-channel campaigns.
Hashtag for this session: #10ntc.multi
Bonus: Key trends for 2010.
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But first.
A little bit about Campus Crusade
• Founded 1951 on the campus of UCLA as a campus outreach• Today
– Campus outreaches– International work
• Bible and materials distribution• Christian discipleship• Relief work
– Military outreach– Inner city work– Athletes/sports outreach– Equipping families
• Ministry presence in 191 countries• Over 20,000 staff members• 1,660 active ministries/movements on 1,140 campuses
Microsite
Giving Site Promotion
Direct Mail
Donor Email
Acquisition Email
Banner Advertising
Direct Mail Donor Email
Acquisition Email
VideoBanner Advertising
Microsite
Giving Site Ad
Key lessons in integrated multi-channel campaigns
Lesson #1: The importance of fundraising fundamentals.
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Good offer.
Impact, not Need.
Need = The meansImpact = The end
Not all offers are created equal.
Right audience.
Timely and relevant.
Creative that works.
1. What is the need or opportunity?
2. What are you doing about it?
3. How do you want me to be involved?
4. Why do I need to act now?
5. What are the consequences of not acting?
Lesson #2: Pizzazz ≠ integration.
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Integration isn’t abstract art.
Integration isn’t features.
Lesson #3: Integrate instead of re-create.
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Synergize what you’re already doing.
Reuse creative.
Don’t “silo” your communications channels.
SILOing causes…
1. Duplication of effort.
2. Competing goals and priorities.
3. Brand and message confusion.
Lesson #4: Not all channels are created equal.
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Response vs Influence vs Engagement.
RESPONSE channels drive direct, measurable response.
Direct Mail, Email, Phone, etc.
INFLUENCE channels influence response, but not in a directly attributable way.
Radio, banner advertising, print, etc.
ENGAGEMENT channels are great at engaging and interacting, but less
response driven.
Social media, customer service, etc.
Microsite
Video
Direct Mail
Donor Email
AcquisitionEmail
Direct Mail
Donor Email
Acquisition Email
Video
Microsite
Lesson #5: Measure results by campaign, not just by channel.
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Campaign Performance
Campaign A Campaign B Campaign CAppeals Newsletters Email Acquisition RadioSocial Media Web Site
Lesson #6: Use video (but test)
Online video is bigger than search.
We no longer think in words, we think in pictures.
Video costs time and money, so test.
Format and style
Length
No video at all
Etc.
An important note:You have to actually promote your videos.
Lesson #7: Don’t forget about relationship.
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Central truth in constituent engagement
Central truth in constituent engagement
BURNOUT
RUSTOUT
Central truth in constituent engagement
FUNDRAISING
FRIEND-RAISING
Central truth in constituent engagement
ConstituentExperience
Volunteerism Advocacy Prayer Content Customer service Social interaction Events Etc.
Transactional
Asks Advocacy Events Etc.
Recap
1. The importance of fundraising fundamentals2. Pizzazz does not equal integration3. Integrate instead of re-create4. Not all channels are created equal5. Measure results by campaign, not just by channel6. Use video (but test)7. Don’t forget about relationship
Bonus: Trends to watch in 2010.
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#10ntc.multi
Corporations will dive deeper into philanthropy in social media as a core marketing strategy.
Micro-fundraising.
Micro-blogging.
Micro-advocacy.
Micro-volunteering.
Micro-connections.
The Extraordinaries
Micro-engagement goes macro.
Online/offline integration drives fundraising growth.
Direct Mail
Donor Email
Acquisition Email
Video
Microsite
Live online streaming goes mainstream.
Mobile fundraising transforms itself.
Thank You!
Open Q&A
Megan HawkesExecutive Director, Constituent EngagementCampus Crusade for Christ International@missionminder
Dave RaleyDirector of New MediaMasterworks @daveraley Hashtag for
this session: #10ntc.multi
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